Mobile devices are playing a growing role in driving sales conversions. New research has found that mobile devices account for 31 percent of sales conversions across all advertising platforms.

The growth of mobile devices in ad conversions can be attributed to the fact that consumers are starting to increasingly utilize their mobile devices in their daily life. The researchers estimate that consumers spend 25 percent of their digital time at home on mobile devices. That translates to 75 percent of mobile ad impressions viewed when consumers are at home.

“What’s exciting about this research is that we’re beginning to get a much clearer view of how consumers are interacting with Internet-connected devices,” said William Scherer, a professor with the Department of Systems and Information Engineering at the University of Virginia.

Tablets are driving a big percentage of those mobile conversions. Researchers estimate that 65 percent of mobile conversions came from tablets and 85 percent of those conversions came from iPads. Conversions from smartphones were split evenly among Android and iOS devices.

The research conducted by AOL and the University of Virginia’s School of Engineering and Applied Science examined more than 500 billion online ad impressions and 100 million conversions across smartphones, desktop computers and tablets.

“What we’re learning is that consumers are increasingly using their mobile devices in much the same way they do with their computers when they’re at home,” said Chad Gallagher, director of mobile at AOL Network . “And, with a quarter of all digital time spent on smartphones and tablets at home, marketers are realizing that they can’t afford to run desktop-only campaigns anymore.”